The ultimate endogenous construct of this study, consumer e-loyalty e-LOYALTY has its roots in the consumer behavior literature. In this study, we conceptualize consumer e-loyalty as a positive attitude reflecting three concepts (Rowley and Dawes 1999): retention (i.e., repeated patronage) to the e-tailer website, intention to repurchase from the e-tailer website, and willingness to recommend the website to friends. Obviously, the three sets of behavior that comprise loyalty are extremely desirable, and commercially valuable, to e-tailers. Numerous studies have revealed that customer satisfaction positively affects customer loyalty (Oliver 1999, Singh and Sirdeshmukh 2000, Yi and La 2004).